Google and Bing have both stated that they will make Schema the standard for structural data language. This means it's important to them. They first announced it 2 years ago.
It all about "Rich Snippets". They want to better understand contextual meaning and standardize formats for better indexing.
As to +Titus Pest Control
question about rankings and schema, schema is a plus for SEO when done right. It certainly helps recipes show up the recipe search. But if done in a way that Google doesn't trust the information then can hurt.
The search engines have been all over the place lately. So a loss in ranking 3 to 4 months ago could have been a number of things, and it could come back. They just did another Panda update. Hopefully you benefit from the updates and don't get hit by them.